Yahoo serves food portal

Share this content:

NEW YORK -- Yahoo Lifestyles has prepared the Yahoo Food portal, a smorgasbord of contextually fresh and relevant information for meal planners.

The launch made sense given one activity that Yahoo observes daily on its site: 1.5 million searches for recipes occur around 4 p.m., said Deanna Brown, general manager of Yahoo Lifestyles.

"We are trying to answer the question, 'What's for dinner?'" she said. "Food is still a huge opportunity, which is why we have chosen to create a presence around it. In addition, we've had a demand from marketers."

The portal takes on the Food Network and other sites like Allrecipes.com and Epicurious, some of which may double as Yahoo Food content partners.

Kraft Foods is partnering with Yahoo on this portal. Martha Stewart Living Omnimedia and Rachael Ray also will contribute recipes and helpful hints. Other food company partners will contribute seasonal recipes, too.

The www.food.yahoo.com site will have a quick recipe search by Italian, Chinese, French or any other cuisine. In addition, users can search by how the food is prepared, such as grilled, sautŽed or fried. Users can specify whether they are dieting, if they are vegetarians and what kinds of spices they wish to avoid.

Social tools will let users interact. Yahoo Answers will be integrated into the site, and users can upload and swap recipes. Yahoo's local team is devising a dining guide to give users reviews of restaurants in their areas. Ad opportunities planned include banners, co-branded recipes, sponsorships and behavioral targeting based on users' movements if they log onto the site.

Content aims to help novice, intermediate or expert cooks find useful recipes. The site will have a recipe of the day, plus a daily quick recipe. Quick recipes take five minutes preparation time, cook in less than five minutes and cost under $5.

"This is a great opportunity for marketers because it is so easy to target and tailor," Ms. Brown said. "The site offers users a lot of personalization, and users' role is big. This makes it all the more meaningful."

Loading links....
close

Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here